Current global issues are environmental problems and climate change which are increasingly critically important. Global warming is projected to reach 1.5°C in the next few decades (The United Nations, 2019), and the transportation sector is a significant contributor to this. The transportation sector is responsible for contributing 23% of CO2 emissions through fuel contamination. The sustainable use of fossil fuels has led to a steady increase in the concentration of CO2 in the atmosphere to 400.26 ppm in 2015 (Suprobowati et al., 2021). Many cities are facing energy consumption problems and air pollution caused by the increasing number of vehicles, especially cars (Manutworakit and Choocharukul, 2022). Jakarta, as the capital of Indonesia, contributes 11% of Indonesia's total Greenhouse Gas (GHG) emissions in the transport sector and has the worst air pollution in South East Asia. Referring to the Asia Development Bank report in 2022, vehicle emissions are responsible for 32%-57% of Jakarta's air pollution (Asia Development Bank, 2022). Thus, developing countries are currently developing new renewable energy to overcome this problem. In recent years, new energy has gradually entered our lives and has been widely used in several ways, and one of the main ones is electric-based vehicles (Guo et al., 2023). Or we called it Electric Vehicle (EVE).Referring to Asian Development Bank in 2019, EVE can reduce GHG emissions by 20-40% compared to fossilpowered vehicles, significantly reduce local pollutants, and reduce fossil fuel imports (Asia Development Bank, 2022). Sales of EVE have increased drastically, in part due to government policy support (Barkenbus, 2020). In 2019, EVE's global sales reached a sales record of 2.1 million, surpassing the previous year's record. However, even though sales of EVE have increased significantly, they are still very limited and not evenly distributed in One of the long-term problems facing the world's people today is the problem of climate change, where the air temperature in the world is increasing over time. One of the main causes is in the transportation sector. For this reason, Indonesia has made a long-term plan to replace fossil fuel transportation units with electric vehicle (EVE). But, due to EVE are still relatively new, many people are hesitant to switch to EVE. For this reason, ongoing studies are needed that encourage people to be interested in using EVE. The research aims to apply and extend the relationship between UTAUT, environmental concern, and price on purchase intention, which is mediated by brand experience among Indonesian customer. The novelty of this research is adds brand experience as a mediation, due to Indonesian consumers are attached with their experience with brand. Limited research solely evaluated the link between Technology System Benefit and purchase intention, with no discussion of the combination with brand experience. An online survey was conducted among 265 respondents in Indonesia, with the respondent target are people who already own vehicles...